VERBAL TECHNIQUES

Verbal technique: Hyperbole

A deliberate exaggeration used for humorous effect or to emphasise a feeling.

Examples: I could eat a horse. I told you a thousand

times! I had a ton of homework. If I don't get these jeans, I

will DIE! He's 900 years old.

Verbal technique: Simile

A phrase that compares two things using ‘like’ or ‘as’.

Verbal technique: Metaphor

Comparing two things without using ‘like’ or ‘as’. A metaphor says two things are the same.

Examples: He had a heart of stone. Her eyes were darting

searchlights. Her elderly fingers were thin

gnarled branches. His hair was a fierce lion's

mane.

Verbal technique: Colloquial language

Relaxed and informal language that is used in common conversation. It is used by a writer to give a passage a local flavour.

Examples: A few logs short of a

barbie. Bloke. Bob's your Uncle. Togs.

Verbal technique: Rhetorical question

A question that makes a suggestion more than it demands an answer. They are used to involve the audience and make them think about the idea.

Verbal technique: Alliteration

The repetition of consonant sounds, usually at the beginning of words. It draws our attention to a particular line, can slow or speed up our reading, and helps to make headlines easier to remember.

Verbal technique: Onomatopoeia

When the sound of the word imitates/suggests the meaning or noise of the action described.

Onomatopoeia is used to help the reader understand what is being described.

Verbal technique: Repetition

When words/phrases are repeated for emphasis.

Repetition helps keep an idea in your mind.

Verbal technique: Imperatives

An order or a command often used in advertising.

Examples: Buy it now! Call us now! Come in and see

us!

VISUAL TECHNIQUES

Visual technique: Colour

Designers need to carefully select which colours they use on a static image. Some colours are brighter and more eye-catching. The colours used should also be suitable for the image.

You wouldn’t use pink to sell a heavy metal CD!

Visual technique: Lettering

There are many options available with lettering: different fonts, sizes, upper or lower case, italic or bold. Font should be easy to read and, if it needs to be seen from a distance, it needs to have large lettering.

Example:

Easy to read? Easy to read? Easy to read?Easy to read? Easy to read? Easy to

read?

Visual technique: Pictures/illustrations

Is important that a picture is clear and a suitable size. It also needs to be appropriate to the message of the advertisement.

Buy food from McDonald’s.

Visual technique: Dominant image

Feature that first grabs a viewer’s attention. Advertisement designers think carefully about what it is they first want people to see as if often effects whether they will look at the advertisement more closely.

Visual technique: Symbol

A thing or drawing of a thing generally accepted as represented something or some quality.

Example: Lion = courage Cross = death, Christianity Teardrop = sadness

1. What is the main idea being communicated?

2. Who is the intended audience?

3. Discuss the use of the following:

visual language -use of colour -style of lettering -Symbolism-Layout-Dominant imageverbal language - words used- language features such as pun, alliteration, simile etc-Slogan

4. How are the visual and verbal features combined to communicate the main idea?

1. What is the main idea being communicated?

2. Who is the intended audience?

3. Discuss the use of the following:

visual language - use of colour - style of lettering - Symbolism- Layout- Dominant image

verbal language

- words used

- language features such as pun, alliteration, simile etc

- Slogan

4. How are the visual and verbal features combined to communicate the main idea?

1. What is the main idea being communicated?

2. Who is the intended audience?

3. Discuss the use of the following:

visual language -use of colour -style of lettering -Symbolism-Layout-Dominant image

verbal language - words used- language features such as pun, alliteration, simile etc-Slogan

4. How are the visual and verbal features combined to communicate the main idea?

1. What is the main idea being communicated?

2. Who is the intended audience?

3. Discuss the use of the following:

visual language -use of colour -style of lettering -Symbolism-Layout-Dominant image

verbal language - words used- language features such as pun, alliteration, simile etc-Slogan

4. How are the visual and verbal features combined to communicate the main idea?

1. What is the main idea being communicated?

2. Who is the intended audience?

3. Discuss the use of the following:

visual language -use of colour -style of lettering -Symbolism-Layout-Dominant image

verbal language - words used- language features such as pun, alliteration, simile etc-Slogan

4. How are the visual and verbal features combined to communicate the main idea?